SEEKING SELF THROUGH FASHION: HOW SELF-DETERMINATION DRIVES LUXURY APPAREL PURCHASES IN EMERGING ECONOMIES

SEEKING SELF THROUGH FASHION: HOW SELF-DETERMINATION DRIVES LUXURY APPAREL PURCHASES IN EMERGING ECONOMIES

Luxury brands are gaining popularity in both developed and emerging economies. Recent research has advocated wider use of self-determination theory (SDT) in marketing studies, suggesting that it has high predictive accuracy for understanding consumer motivations. Underpinned by this particular theo...

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Bibliographic Details
Main Authors: Ekta Aggarwal, Richa Misra, Renuka Mahajan, Anurupa B Singh
Format: Article
Language:English
Published: UUM Press 2025-01-01
Series:International Journal of Management Studies
Subjects:
brand commitment
hedonic motivation
social motivation
self-congruity
India
Online Access:https://e-journal.uum.edu.my/index.php/ijms/article/view/22665
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